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Wednesday, October 04, 2006

'IS IT IN YOU?': DDB LAUNCHES NEW ASHES CAMPAIGN FOR GATORADE

DDB Sydney and Tribal DDB have launched a new integrated campaign for Gatorade, playing on the growing rivalry between the Poms and the Aussies as this summer’s Ashes showdown approaches.With TVCs scheduled to air during the forthcoming football grand final, the campaign also involves the launch of a new website www.isitinyou.com.au and a competition to win prized Ashes tickets.As fans visit the new site they are greeted by a tirade from a Barmy Army lout, followed by a response from a lovable Aussie yob called Yabba - who encourages fans to ‘Join the Aussie Posse to pound the Poms.”While the Barmy Army fan mocks the lack of creativity in the chanting and singing seen at most Australian sports matches, users can take the matter into their own hands and personalise a sledge to send to their mates. They can then also watch the “Aussie Posse” in training and enter the competition to win the sought-after Ashes tickets.

I love the sentiment of enlisiting Aussie crowds to give it back to the barmy army, but this campaign misses the mark completely. When I saw these on air I couldn't hear what the army was singing and I love listening to the army because they're bloody funny...yeah and the web stuff is awful close to ava...better luck next time lads...oihy oihy oihy...!

As an idea, there's something REALLY funny about the army suddenly coming in and chanting funny stuff...But something went REALLY wrong here. Cant hear what they are saying.Don't understand the coffee scene at all (after 2 viewings)What the fuck does it have to do with gatorade?Um and it simply doesn't work.Sorry. I wished it had 'cause i wanted to like it.

The Bracks government really wants people to come to Melbourne on their holidays. So much so that they’re chucking $12.4 million at a nation-wide advertising campaign. I saw the the ad the other night. They’ve got a woman using a massive ball of string trying to find her way through Melbourne’s CBD. The ad has the tagline: It’s easy to lose yourself in Melbourne.

Minister for Tourism John Pandazopoulos is very happy with it. He shouldn’t be.

“We are striking while the iron is hot and showing people new reasons to visit,” he says.

Um, no you’re not Panda Man. You’ve just set Melbourne up for a nation-wide bashing. Look at your bloody tagline, mate. It’s easy to lose yourself in Melbourne. What were you thinking?! You’re basically telling the whole country that it’s really difficult to find your way around Melbourne. That’s not enticing, that’s crap.

And what hot iron are you talking about? Oh the Commonwealth Games? That was six months ago, Panda! The iron’s cold as.

The woman in the ad is using a ball of string! Are you mad? Is our $12.4 million going to pay for each interstate vistor’s very own Melway street directory? For that money you could have bought Victoria’s entire population of 4 million a drink. A beer or wine for the adults and a fizzy drink for the kids.

Thanks for wasting our money. I’m thirsty, now.

Panda if you want to advertise Melbourne this is how you do it and it would cost you next to nothing. A prime-time 30 second ad on TV running for four weeks. Just have a white screen with these words in black: Melbourne, it’s not Sydney. What more could you want?

I love the cricket matches. If only the wre played on on my soils. I like these advertising but consider planning to do something similar myself in this field. Hopefully soomeone may look at my folio in preparation for some works as an art direction or copywriter?

What on earth has this got to do with the product? DDB are in real danger of becoming deperate.....also what happened to the blog about the Maccas'make your own mind up' campaign? How long before this blog gets removed? Every time they get a bit of adverse PR it gets pulled off.

3.53, I just read your post. You'll lose yourself in Melbourne... because it's so interesting you'll keep wanting to explore? Further and further? Down winding streets and lanes? Always wanting to know what's around the next corner? And forget the time, perhaps?